Landmine Awareness: "REMÁNGATE [image]" Print Ad by PROXIMITY COLOMBIA

Type of entry: Sectors & Services
Category: Charity and Not for Profit
Advertiser: ARCANGELES FOUNDATION
Product/Service: LANDMINE AWARENESS
Agency: PROXIMITY COLOMBIA Bogota, COLOMBIA
Advertiser ARCANGELES FOUNDATION
Product LANDMINE AWARENESS
Entrant PROXIMITY COLOMBIA Bogota, COLOMBIA
Type of Entry: Sectors & Services
Category: Charity and Not for Profit
Title: REMÁNGATE
Advertiser/Client: ARCANGELES FOUNDATION
Product/Service: LANDMINE AWARENESS
Entrant Company: PROXIMITY COLOMBIA Bogota, COLOMBIA
DM/Advertising Agency: PROXIMITY COLOMBIA Bogota, COLOMBIA
2nd DM/Advertising Agency: OMD COLOMBIA Bogotá, COLOMBIA
President: Mario Bertieri (Proximity Colombia)
Creative Vice President: Sandra Piedrahita (Proximity Colombia)
Account Vice President: Juan Fernando Niño (Proximity Colombia)
Creative Director: Alejandro Mesa (Proximity Colombia)
Creative Director: Pablo Wills (Proximity Colombia)
Copy: Emilio Mutis Canal (Proximity Colombia)
Art Director: Martha Montenegro (Proximity Colombia)
Web Designer: Jonathan Mcvinish (Proximity Colombia)
Account Director: Natalia De Toro (Proximity Colombia)
Account Executive: Catalina Ramírez (Proximity Colombia)
President: Juan Pablo Salazar (Arcangeles Foundation)
Arcangeles Foundation (Arcangeles Foundation)
Nelson Garrido (OMD)
Katty Fuquen (OMD)
José Vicente Forero (OMD)
Describe the campaign/entry
Colombia has the third-largest amount of landmines in the world. Today, a landmine explodes every minute in the jungles but it remains an almost invisible problem for most of people.
 
We needed to make this problem visible to all. How? Rolling up our pant leg.
With an empty pocket and a lot of effort we convinced the famous, the media, big companies and even the president to join us. For a whole day, thousands of people, brands, companies, logos, shop windows, schools and many more, rolled up their pant legs and helped us to spread a problem hidden in the jungles.
Describe the brief from the client
1. Generate awareness on how landmines are a huge problem in our country;
2. Get people to meditate and think about the victims;
3. Ensure that for the first time we Colombians felt that we could do something about an aberrant country's problems, which unfortunately is non-existent for many.

Results

With a US$12,000 investment, we had more than US$1.000.000 worth of free press.
Thousands of Colombians rolled their pant leg up that day.
Well known brands in the country, rolled up their logos' 'pant leg'.
The president rolled up his pant leg.
We got congress to approve the anti-landmine law, which at that time was at number 38 in a waiting list for approval, passed before others.
Today we have even bigger news: the whole world joined the campaign. Yes, at the moment we are working in 'remángate 2012' (Lend Your Leg 2012). 138 countries pledged to the ONU to utilise this campaign in their own countries.

Creative Execution

We gathered a group of celebrities and invited them to roll up their pant leg for a video inviting other people to visit 'www.remangate.org'.
We print posters and invaded the whole city. We ask to the biggest brand to roll over a letter of their logos. All with a same objective: for a whole day, celebrities, non-celebrities, people in the army, policemen, air stewardesses, pilots, mannequins, whole companies, scholars, colleges, politicians, everybody. During that whole day, we all rolled up our pant leg to show we do care!


Colombia has the third largest amount of landmines in the world, with 9.133 victims of them, of which 870 are children, 3,408 are civilians and 5, 275 are soldiers.
Today, a landmine explodes every minute in the jungles of our country and is still an almost invisible problem for millions of Colombians, a problem far away from urban spaces. When things are not seen or heard, they don´t exist.


We needed to bring this problem to our reality. We wanted to create a symbol that could bring this problem to all of the Colombians' minds.
And we found it, a simple symbolic act: rolling up your pant leg to show that we do care. We took this act to people, logos, streets, monuments, politicians, the media, to everyone.
Thus, we made everybody talk about the same thing: a forgotten problem and an invitation to say no more.